Mesh Conference 2010 presentation

Embracing social media across the organization

A social business exploration:

David BradfieldSenior Partner & Global Chair, Digital

mesh conferenceMay 19, 2010

@dbradfield#mesh10

Image source http://www.blogskins.com/info/123512

Workshop Topic Map

Collaboration“... social media appears to be softening

organizational silos”Pete Blackshaw, Exec VP, Nielsen Online Digital Strategic Services

@dbradfield

Does This Sound Like Therapy?

What does the customer want?Recalibrate relationships and internal dynamicsRealign priorities with external expectationsRevisit goals and renew commitmentCollaborate and co-create beyond the organization

Cross-functional Collaboration

McKinsey: The Consumer Decision Journey

Sour

ce: h

ttp://

www.

mck

inse

yqua

rterly

.com

/Th

e_co

nsum

er_d

ecisi

on_jo

urne

y_23

73

85% of Canadians seek advice from other people

Conversations with friends, family or

colleageus

Comments posted by reader on a website

Blogs0%

10%20%30%40%50%60%70%80%90%

100% 97%

27%

11%

96%

53%

19%

TrustUseful

Source: 2010 Fleishman-Hillard Digital Influence Index

GovernanceEstablish an evolving set of guidelines, roles and

responsibilities

@dbradfield

Some Questions to Consider

How does your organization manage relationships?Where does social media naturally align within the organization, both as an input (listening) and as a point of engagement?What organizational goals do you think social media can help achieve?Who needs to be part of the process for efficiency sake?

Source: McKinsey, The consumer decision journey

Streamline Roles

StrategyCommunity

Successful Models

IBM: Employees co-create social media guidelines• Sense of ownership• Maintain relevance• Establish consistency

BMW Group NA: Cross-functional collaboration• Respect customer savvy• Acknowledge corporate preference• Listen collectively, analyze and engage functionally

ResourcesWorking social media within the

organization

@dbradfield

How To Staff Social Media

ResearchMonitoringAnalysis

Paid, Earned, Shared and Owned Media (PESO)

EngagementOutreachReaction

MeasurementTips on recalibrating your measurement

programs

@dbradfield

Measurement Model

Possible Financial Impact - ROI

ACTION

What actions if any has the target taken?

INFLUENCE

How we influenced perceptions & attitudes of the

target

ENGAGEMENTEXPOSURE

Who is interacting &

engaging with our content?

How and where?

To what degree have we created

exposure to content and message?

Non-Financial Impact – Value

Check out http://metricsman.wordpress.com/2010/05/12/the-digitization-of-research-and-measurement for more

EXPOSURE ENGAGEMENT INFLUENCE ACTION

Paid • Opportunities to See• Impressions• Click-thrus• CPM• TRPs

• Interaction rate• Duration (time spent)• Branded search• Cost per click

• Purchase consideration• Change in opinion or attitudes• Association with key brand attributes

• Visit website• Attend the event• Buy the product• Play the game/contest• Download coupon

Earned • Comment sentiment• Organic search rank• Message inclusion• Impressions• Net positive impressions

• Readership• Message recall & retention• Awareness• Call center calls• URL visits

• Purchase consideration• Change in opinion or attitudes• Association with key brand attributes

• Visit the store• Attend the event• Buy the product• Vote for/against

Shared • Branded mentions• Share of positive online discussion• Comment sentiment• Number of Followers, Likers

• Comments/Post ratio• Number of links• Number of re-tweets• Bookmarks/votes/likes• Resolution Rate

• Tell a friend• Likelihood to recommend to a friend• Ratings• Reviews

• Visit the store• Attend the event• Buy the product• Vote for/against

Owned • Unique visitors, cost per unique visitor• Page views• Click-thrus• Search rank

• Return visits• Interaction rate• Re-commenters• Duration (time spent)• Subscriptions• Links

• Tell a friend• Change in opinions or attitudes• Association with key brand attributes

• Download white paper• Download game or app • Buy the product• Request more info

Thank You David BradfieldSVP & Senior PartnerFleishman-Hillarddavid.bradfield@fleishman.com

416-645-3650 office416-560-1634 mobile@dbradfield